The latest buzz among marketers is word-of-mouth marketing. We've all heard the stories about how Pet Rocks and iPods were adopted at rates far exceeding traditional advertising predictions. The difference, most experts agree, is word-of-mouth. Like the old Pert shampoo commercial, "And they told two friends, and so on," a hot idea gets passed along. In the new digital age, "WOM" (that's the term insiders use), spreads faster and more effectively than ever before. And since email is a top WOM channel, the phenomenon naturally has caught my interest.
Well, in the world of WOM, there is WOMMA, an emerging industry group focused on just this topic. Led by my friend Andy Sernovitz, the group is working toward putting a measurable framework around this otherwise ephemeral marketing technique. On July 11, WOMMA announced the results of its efforts to apply terms and metrics to WOM, and made them publicly available. If you are interested in WOM, you can check out WOMMA at http://www.womma.org. You can find its Terminology Framework at http://www.womma.org/terminology.htm.
I'd love to hear stories and feedback on how WOM has worked for all of you. If you have something to share, please feel free to post a comment below and I'll put it up on the blog.